Unique Testing Needed for Each PPC Engine – By Alek Flekel

In our journey through cyberspace, we come across different decision points. One of these points focuses on testing. Testing is crucial in developing a successful website that will lead to more conversions.

Testing can be done in different forms, whether it’s A/B or multi-variant. A/B testing is best described as an experiment of two content changes on the same ad and measuring which one outperforms the other.

Multi-variant testing is running multiple A/B tests, not limited to one single ad but set over many different ads and platforms. The difference is that A/B limits your testing ability, while multi-variant broadens it, resulting richer data.

Every marketer needs to figure out which PPC (pay-per-click) engine to run their ad campaigns. Of course, the tier one engines get priority, since they get the most audience exposure. However don’t treat every engine equally.

Take into account that every campaign you initiate needs to be unique and specific to the platform you are using. Remember that just because you have a successful campaign on one engine does not mean you should apply it throughout all engines and reap the same benefits.

For example, let’s use the phrase, “32 inch TV”, on one engine you will find mostly branded ads while on the other you will find a mix of brand and comparison sites.

The trend indicates that the engine using branded ads attracts people that are further along in the buying cycle, while in the other they are more in research mode.

This may be due to the different demographics of the engines or that people using that engine tend not to research and buy based on gut feelings or brands. Making one ad and using it on both would not be wise. When doing a competitor analysis, don’t assume that if something works for them it will work for you, be original and creative.

At the end of the day it’s all about the money and everyone wants to make more of it. Testing is paramount in increasing conversions. Being innovative and coming up with your own tests is what really makes you stand out.

There are different things you run tests on, landing pages, search boxes, ad titles, etc. The “fun” thing about testing is that it’s all trial and error.

To be a successful tester you have to be patient and committed to constantly improving. If you have these attributes you already have your foot in the door and are on the path to improving your site and generating sales.

Never limit yourself to just PPC engines. There are plenty of other traffic sources and media buys to consider. The same concept applies to these as well; never assume you can use the same content universally. Your main goal is to reach as many people as possible using an array of different traffic sources.

Testing is a continuous process that will help you develop the perfect marketing mix and maximize your PPC utilization while generating more conversions.